Saving consumers' money and saving the planet are two trends that won't die anytime soon. Consumers are looking for value and savings at every turn. So when we developed our new range of rechargeable batteries and chargers at UltraLast, we explored the green-is-good trend to see if it was holding water at the register.
Research shows consumers want green and buy green even in an economic downturn. You really start talking the consumer's language when you can combine a green alternative with a disposable product and prove how it can save them money.
Here are a couple of quick facts:
- 82 percent of Americans say they are still buying green products and services today, which sometimes cost more, according to a 2009 study commissioned by Green Seal and EnviroMedia Social Marketing.
- More than six in 10 (or 66 million) U.S. homes currently use eco-friendly household products (Focalist, 2008).
- U.S. consumers are looking at using more green products in everyday life, with more than one-third of adults regularly buying green products (Mintel Research, 2008).
- 18-34 year olds are twice as likely to buy green (EnviroMedia, 2009); 40 million baby boomers currently buy green (AARP, 2008).
Consumers are demanding greener alternatives and are holding manufacturers and retailers responsible for offering these solutions. Studies have shown that as many as 90 percent of consumers say they want green products. But while purchase interest is increasing, actual buying levels remain modest. Still, consumers expect manufacturers and retailers to lead the way in making products greener.
According to CEA's study "Going Green: An Examination of the Trend and What it Means to Consumers and the CE Industry," about 57 percent of consumers say that environmentally friendly attributes will factor into their next CE purchase decision.
Several studies show that consumers are interested in greener alternatives but do not want to trade off performance of green products for the less eco-friendly options. Consumers will choose the greener product if it doesn't cost more, if it comes from a brand they know and trust, if it can be purchased at stores where they already shop, if it doesn't require a significant change of habits to use, and if it has at least the same level of quality, performance, and endurance as the less-green alternative. That's not asking too much, is it?
One of the largest areas where people can each make a difference is in batteries. Almost everyone uses batteries. It is one of the highest penetration categories in the consumer goods world. Estimates from the EPA show that Americans buy nearly three billion batteries a year to power all of their electronic gadgets, and the average household throws out at least 35 batteries a year.
Buyers of CE products understand and are interested in green alternatives: More than 85 percent of battery users are interested in environmental issues and are using rechargeable batteries. Green battery options can replace regular household batteries in most every application without a sacrifice in performance. They also eliminate the cost of constantly replacing batteries. Our UltraLast Green batteries, for example, can be recharged as many as 500 times and last up to three years. In consumer and environmental terms, that means one rechargeable battery can keep as many as 1,000 disposable alkaline batteries out of landfills, and one 4-pack can save consumers $100 or more per year. Consumers will quickly recapture their initial investment in rechargeable batteries and chargers and continue to reap the savings for several years to come.
Because UltraLast Green understands how important green initiatives are to the CE industry and consumers, the company's commitment to a greener alternative doesn't end with the product story. The batteries are fully recyclable, and can be recycled at most any CE retailer. In addition, our packaging is made from 100 percent sustainable materials, including high post-consumer content recycled cardboard and minimal plastic.
As consumers continue to demand greener product solutions, UltraLast and other CE companies are committed to becoming greener step-by-step and we'll continue to find ways to be more environmentally responsible. Join us in our campaign to help consumers save money and the environment.
Jennifer Bellemare is the marketing manager for UltraLast, a CEA member company.
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